Negarin, a chic label for the modern-day fashionista

Negarin is the fashion label for the on-the-go travelling professional, designed by Iranian-born Negarin Sadr who moved to London all the way from Washington DC, USA.

The designer has a background in economics, Sadr was able to design her label with the shrewdness of a businesswoman: “It has as much a commercial as it does fashion aesthetic”, the designer states.

Sadr successfully fuses Eastern influences with Western looks, resulting in geometric-print pieces in bright colours. The label is already being championed by supermodel Erin O’ Connor, the brand’s ambassador.  “The clothes are so refreshingly vibrant – the colour for one is so good to see,” Erin O’ Connor told us. “I can’t believe there’s no black in the collection at all! They’re very flattering and chic styles and the quality is amazing. I think the fact that it’s a really desirable luxury brand, but it’s also really affordable and comfortable makes it really special. Negarin has really thought about the customer and made the pieces easy and pleasurable to wear – in addition to being visually stunning.”

The Autumn/Winter 2012 collection was showcased during London Fashion week with a private film screening at Sommerset house.  The short film, shot on New York City’s bustling Varick Street, features a model posing amidst downtown traffic, looking as calm and striking as on the runway.

Standouts in the collection were a gold tailored blazer and shorts with matching handbag and a periwinkle blue and grey wool coat with funnel collar.

“I have a nomadic lifestyle which has influenced me in two ways: firstly it means I am constantly in search of useful, travel-friendly clothes and collecting interesting, varied garments, accessories, and jewellery,” explained Sadr; “secondly, it inspired the idea of creating my own collection, a line that is suited to a busy, travelling lifestyle combined with amazing designs that are innovative and new.”

“The prints are influenced by historical designs in architecture, tiles, rugs, windows, mosaics from my travels and around the world, combined with the style of a contemporary woman who seeks comfortable, durable and versatile clothing that fits different body types and shapes“, she said. “The result is beautiful, efficient, and illusively flattering. The Negarin product is contemporary, cosmopolitan and charismatic.”

Louise Elsom

Visit the Negarin site here to admire these eye-catching pieces for yourself.